* Access to China, United States restricted -trade fair head
* Italian jewellery sector must build 'Made in Italy' brand
* Innovation, quality seen as key selling points
By Jan Harvey
VICENZA, Jan 18 (Reuters) - Italy's jewellery sector must address the barriers its producers face in accessing key export markets such as China and the United States, the president of leading Italian trade fair Fiera di Vicenza Roberto Ditri said.
Italian jewellers are well positioned to capitalise on their reputation for innovation and design expertise to promote their products on an increasingly competitive world stage, Ditri said.
But unfavourable customs duties and import regimes which are seen restricting trade to the United States and China would have to be addressed, he said.
"The United States is a very important market, and it is important that we properly approach China," he said. "The Chinese market is growing, but there are a lot of (problems with) legislation and bureaucracy that we have to overcome."
"Fiera di Vicenza has to be a big player in supporting our Italian producers in this market," he added.
Italy has long been pushing for a cut in U.S. import duties on European Union jewellery, which put Italian manufacturers at a disadvantage with their non-EU rivals on the world's key jewellery market.
The subject should be looked at again, said Ditri, who recently took over as head of the Fiera di Vicenza trade fair.
"We keep discussing this problem but I believe it is time to solve it," he said. "I like reciprocity in everything. We need international trade, and what the United States is doing, that is not reciprocity."
CRAFTSMANSHIP
He said in terms of competing with other jewellery producers, Italy had a unique selling point in the craftsmanship of its jewellers.
This, and design innovation, would be what Italy's jewellery sector will have to emphasise when marketing itself on the global stage, he said.
"For our market, what is really important is to promote properly the (concept of) 'Made in Italy' -- this is a very strong brand," he said.
"There are some products made by other countries which are very nice, but we have to outline what is the difference with 'Made in Italy' - innovation, style."
"Our artists are able to transfer emotions," he said. "This is strength of (the brand). But promoting this is the hard part."
He said designers were already coming through with fresh ideas.
"This year many of the major companies have completely renewed their look, the type of jewellery they are displaying," he said. "This I think is the right approach."
"We at Fiera di Vicenza have to give them the space to support this (brand)," he said. (Reporting by Jan Harvey; Editing by Hans Peters)